Overview

Tru Earth, a sustainable consumer product company, asked my team and I to develop an end-to-end affiliate marketing program for their eco-strips. To support sales conversion rates, this project involved strategically identifying high-value partners, equipping them with necessary tools, and leveraging competitive benchmarking to pinpoint best practices for accurate measures of success.

Working within a tight 3-month time frame, this program required elements ranging from defining recruitment, onboarding materials, engagement strategies, and KPIs for program evaluation.

About the Product

My Role

As the lead for onboarding materials and the project manager, I was responsible for all outbound partner-facing materials, timely deliverables, and client representative communications. From this process, I developed comprehensive one-pagers to onboard affiliates on Tru Earth's products and messaging, then combined all program materials into a comprehensive toolkit PDF package.

Process for Developing Brand-Aligned Materials

1. Materials Review & Research: I started by thoroughly reviewing materials provided by the client representative, along with publicly available product positioning. This helped me establish a baseline understanding of the product, its market, and the key messaging anchors to guide my work.
2. Initial Drafting: Using this baseline, I created the first drafts of the copywriting for the one-pagers, ensuring the messaging aligned with the product's positioning and target audience.
3. Collaborative Iteration: I involved Tru Earth's representative throughout the collateral development process, gathering feedback and incorporating revisions through multiple rounds of iteration and client sign-offs.
4. Design Implementation: Once the copywriting was finalized, I used Figma's AI-powered tool, Figma Make, to design the layout of the materials, ensuring visual alignment with the brand's color palette and tone.

Challenges + Key Learnings

Project Management

Wearing both the project manager and onboarding lead hats, I quickly learned how important it is to spot workload gaps early and tackle them before they spiral into larger issues. Some tasks taken on by my team required much more time than initially expected, and at first, members were hesitant to flag delays. I set up a simple version-control system in Google Docs, tracking edits and timestamps — making it much easier to see who was working on what, adjust workloads, and onboard substitute team members with clearer guidance.

This experience taught me how to balance keeping an eye on the big picture while supporting the team day-to-day — and how transparency and open communication can make all the difference in hitting deadlines and keeping everyone aligned.

The Importance of Iteration

Through this project, I learned that frequent iteration and early client feedback are essential for producing usable, aligned deliverables. For example, I had initially adopted "zero-waste" messaging, but quickly found that it did not accurately reflect Tru Earth's sustainability positioning. By involving their client representative early on, I received crucial feedback on wording, branding, and color usage — ensuring all copywriting and design elements matched the brand tone and standards, while regular sign-offs minimized miscommunication and rework.

This experience reinforced my understanding that asking the right questions, engaging the right stakeholders, and iterating frequently are key to delivering high-quality, credible outputs!

Samples of Work

The three documents below were produced as part of this project — click any to download.

Overview

Careflow, a data integration software, was preparing to launch with a hardware partner. In this co-op role, I was tasked with updating the platform's product positioning to clearly highlight Careflow's unique strengths while avoiding overlap with the partner's existing portfolio. The goal was to create messaging that was accurate, compelling, and ready to use across sales, marketing, and customer-facing channels.

My Role

As the product marketing lead for positioning, I owned messaging alignment across all deliverables. I translated competitive research into clear value propositions, developed white papers, updated marketing materials, and collaborated closely with product leads and development teams to ensure messaging emphasized Careflow's differentiators while staying consistent with the brand's core story.

Process for Updating Product Positioning

1. General Competitive Analysis & White Papers: I reviewed the broader market and competitor products to identify patterns, gaps, and opportunities. Taking insights from this research, I then translated information into general-use white papers to clearly explain Careflow's value propositions for sales purposes and external stakeholders.
2. Hardware Partner–Specific Positioning: I then analyzed the hardware partner's existing portfolio to ensure Careflow's messaging was complementary and non-overlapping. This research was particularly useful, as it allowed me to edit for partner-specific white papers and collateral, highlighting unique differentiators tailored for this partnership.
3. Collaborative Iteration: I worked cross-functionally with members from design, development, DevOps, and product to review drafts, gather feedback, and refine messaging across both sets of white papers. Involving diverse perspectives in this way allowed me to ensure consistency and accuracy across all materials while also ensuring internal alignment across teams.
4. Marketing Collateral Development: With messaging finalized, I updated website copy, documentation, and press materials to support the updated positioning.

Challenges + Key Learnings

Balancing General vs. Partner-Specific Messaging

Making sure Careflow's positioning worked both in the broader market and alongside the partner's existing portfolio took careful research, analysis, and iteration. I had to ensure all messaging highlighted Careflow's unique strengths without overlapping or causing confusion, which meant constantly comparing our positioning to competitor and partner products. What I learned was the importance of tailoring messaging for different audiences while keeping a consistent brand story — knowing where to emphasize differentiation and when to adjust language for a specific partner or market.

Simplifying Complex Concepts

At first, the technical jargon in development meetings and the highly complex world of healthcare data technology was tough to follow. To overcome this, I made a point to proactively ask the right team members — engineers, designers, UX specialists — for clarification when needed. Breaking down technical details into clear, customer-focused language allowed me to create white papers and other collateral that communicated Careflow's value effectively for sales enablement and external stakeholders.

Cross-Functional Collaboration

Keeping everyone aligned across teams and stakeholders meant building continuous feedback loops into the process. I shared drafts regularly with product leads and cross-functional teams, iterated based on their feedback, and made sure all messaging — from general-market white papers to partner-specific collateral — was clear, consistent, and accurate. This approach helped reduce miscommunication and ensured our deliverables really reflected Careflow's differentiators.